What's sponsored content? And why you need it?

by kokitree


This article will explore the essence of sponsored content and why you should use it as part of your business growth strategy.

Let's start with this definition of "permission marketing" by Seth Godin the marketer and author.

"Permission is like dating. You don’t start by asking for the sale at first impression. You earn the right, over time, bit by bit."

In the digital world, instead of disrupting and distracting your potential audience and customers, you should do everything possible to earn the right so that you can start telling your business and brand story.

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What is sponsored content?

"Sponsored content is a powerful way to reach and build lasting relationships," according to LinkedIn Marketing Solutions.

Unlike a banner ad, sponsored content doesn't actually look like an ad. It looks like part of the editorial flow of the page.

One example is the use of sponsored content by an award-winning restaurant Cuisine Wat Damnak in an online media.

What are sponsored content formats available?

Some forms of sponsored content include:

  • Blog posts
  • Articles
  • Listicles
  • Infographics
  • Social media posts
  • Podcast episodes
  • Webinars
  • Events
  • Videos

Why sponsored content?

  • showcase your expertise and build trust with potential customers. It's usually better received by tapping into specific audiences.
  • driving referral traffic. Unlike advertisements, people are more inclined to view them and consume their content.
  • the click-through-rate with sponsored content is approximately 8.8 times higher than with typical display ads (AppNexus whitepaper).
  • 75% of consumers say that, if content peaks their interest, then they will engage with it (a Reuters survey 2018).
  • A Time Inc. study reported that 2 in 3 GenZ, Millennials, and GenX consumers believe sponsored content is more sincere than traditional advertising.

How to create effective and successful sponsored content?

You should focus on creating and delivering value with your content. To do this, you can start by:

  • researching a topic
  • write and optimize search-friendly content
  • analyze and measure results
  • keep improving content using available data you've acquired

[ How to do keyword research for your next blog post ]

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